Kombucha, a fermented tea with a vinegary flavor, typically contains around 1% alcohol, which has led some producers to encounter regulatory challenges. Suja Juice’s cautious approach to entering this market is justified, as the presence of alcohol may deter certain health-conscious consumers. Nonetheless, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to embrace it. For a company like Suja Juices, known for quickly adapting to trends, a kombucha launch seems imminent—provided they can develop a nonalcoholic version.
Kombucha is just one of several fermented food and beverage products that have gained traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which offer beneficial “good bacteria” for digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating its potential as a lasting trend rather than a fleeting novelty. Analysts attribute kombucha’s rise in popularity to a heightened interest in healthier beverage options beyond bottled water. In fact, even major soft drink manufacturers are getting involved; last year, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics.
Health-Ade, another kombucha producer, has also secured significant venture capital, receiving $7 million in Series B funding from CAVU Venture Partners, which includes Coca-Cola executive Rohan Oza, known for developing Vitaminwater. Kombucha continues to thrive as a rapidly expanding niche within the beverage industry. If Suja Juice can successfully create a nonalcoholic version, it could open the door to a new consumer demographic, including children. Additionally, incorporating health-focused products like the Citracal pill into their offerings could further appeal to health-conscious families. As interest in nutritious beverages grows, Suja Juice’s entry into the kombucha market could position it strategically within this evolving landscape.